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Issues & Challenges in Mobile Banking In India: A Customers

Perspective
Prerna Sharma Bamoriya (Corresponding author)
Faculty of Management Studies, AITR
Mangliya Square, Indore, India
Tele: +919753922776, prernasharma@acropolis.in
Preeti Singh
Devi Ahilya University
Takshila Campus, Indore, India
Tele: +919425349044, drpreetisingh@dauniv.ac.in
Abstract
Mobile banking is a revolution that is driven by the worlds one of the fastest growing sectors mobile
communication technology. Like in any emerging technology, there exist barriers to the adoption of mobile
banking services. This study explores the issues in mobile banking perceived critical for adoption by both
mobile banking users as well as non-users. The study identified certain issues pertaining to banks, mobile
handsets and telecom operators viz. mobile handset operability, security/privacy, standardization of services,
customization, Downloading & installing application software and Telecom services quality. For this a
descriptive design was adopted to empirically explore the selected issues. Study suggests that from consumers
perspective mobile handset operability, security/privacy and standardization of services are the critical issues.
Although the research has its limitations, the implications of the results provide practical recommendations to
the all concerned parties.
Key Words: Banking & Financial Services, Customer, Issues, Mobile Banking, India
1. Introduction
In India traditional branch-based banking remains the most widely adopted method of conducting banking
transaction, at same time commercial banks are undergoing a rapid change majorly driven by the information &
telecommunication (ITC) technology. ICICI bank pioneered in mobile banking services in India. Among public
banks, Union Bank of India was first to introduce mobile banking (Ali et al. 2010). Today many commercial
banks have launched mobile banking using ITC technology and now they can reach out to customers and
provide them with not only general information about its services but also the opportunity of performing
interactive retail banking transactions anytime, anywhere.
1.1 Concept of mobile banking
Mobile Banking refers to provision and availment of banking and financial services with the help of mobile
telecommunication devices. The scope of offered services may include facilities to conduct bank transactions, to
administer accounts and to access customized information (Tiwari and Buse 2007). In the broader sense mobile
banking as that type of execution of financial services in the course of which - within an electronic procedure the customer uses mobile communication techniques in conjunction with mobile devices (Pousttchi and Schurig
2004).
Mobile Banking can be said to consist of three inter-related concepts viz. Mobile Accounting, Mobile Brokerage
and Mobile Financial Information. Mobile Accounting is sometimes characterized as transaction-based banking
services that revolve around a bank account and are availed using mobile devices. Not all Mobile Accounting
services are however necessarily transaction-based. A more precise definition of Mobile Accounting would
therefore characterize it as availment of account-specific banking services of non-informational nature.
Whereas Mobile Brokerage, in context of banking services, refers to intermediary services related to the bourse,
e.g. selling and purchasing of stocks. Mobile Brokerage can be thus defined as transaction based mobile
financial services of non-informational nature that revolve around a securities account. At last, Mobile Financial

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Information refers to non-transaction based banking and financial services of informational nature. It includes
subsets from both banking and financial services and is meant to provide the customer with anytime, anywhere
access to information. The information may either concern the bank and securities accounts of the customer or it
may be regarding market developments with relevance for that individual customer. The information may be
customized on the basis of preferences given by the customer and sent with a frequency decided by him (Tiwari
and Buse 2007).
1.2 Mobile banking business models
1.2.1 Bank-focused model
The bank-focused model emerges when a traditional bank uses non-traditional low-cost delivery channels to
provide banking services to its existing customers. Mobile phone banking to provide certain limited banking
services to banks customers which are additive in nature. This model may be seen as a modest extension of
conventional branch-based banking.
1.2.2 Bank-led model
The bank-led model offers a distinct alternative to conventional branch-based banking in that customer conducts
financial transactions through mobile phones instead of at bank branches or through bank employees. This
model promises the potential to substantially increase the financial services outreach by using a different
delivery channel i.e. mobile phones and may be significantly cheaper than the bank-based alternatives. The
bank-led model may be implemented by either using correspondent arrangements or by creating a JV between
bank and non-bank mobile operator. In this model customer account relationship rests with the bank
1.2.3 Non-bank-led model
The non-bank-led model is where a bank does not come into the picture (except possibly as a safe-keeper of
surplus funds) and the non-bank/mobile operator performs all the functions (Morawczynski et al. 2008).
1.3 Mobile Banking in India
Mobile phones have become an essential communication tool for almost every individual worldwide. In India,
where mobile subscribers far exceed fixed line subscribers because of better mobile infrastructure in comparison
to fixed line infrastructure has made mobile banking much more appealing in India today. Various players
involved in providing mobile banking services whether banks, financial institutions, service providers, operators
etc. are therefore expecting a potential growth in mobile banking in India (Unnithan and Swatman 2001).
However, the actual mobile banking usages dont match the great number of mobile subscribers (617 mn, May
2010 source: TRAI) in the country. Reason could be various issues involved in mobile banking services like
Interoperability- due to lack of mobile banking technology standards and large number of different mobile
phone devices (Banzal 2010; Mas 2008; Lyman et al. 2008), Security of financial transaction both at physical
level i.e. security of mobile device and data encryption level (Sharma and Singh 2009; Astha 2009; Banzal
2010), Regulatory authority RBI & TRAI conflicts on regulations in India (Weber 2010; Cheney 2008),
Telecom service quality - network congestion, delay in SMS delivery while using any mobile banking service
(Morawczynski 2008), Personalization of services preferred language of user, standard beneficiary list,
customized alerts etc. (Owens et al. 2006), Customer illiteracy a serious issue at reading illiteracy level and
technical illiteracy level (Manuel 2008), Revenue sharing basis problem in the revenue sharing agreements
between mobile service providers, banks, content providers and aggregators (Banzal 2010), Know Your
Customer issue to prevent money laundering (Hayat 2009) etc. Mobile banking users are affected by above
mentioned issues directly or indirectly.
Perception of mobile banking users towards these issues and their concern will definitely affect adoption of
mobile banking in India. This papers attempt to explore various mobile banking issues from users perspective
and to alert various parties involve in mobile banking services viz. mobile operators, banks, content providers,
aggregators etc. about relevant issues which could become challenges for them in providing effective mobile
banking services.
2. Review of the literature
Barnes and Corbitt (2003); Scornavacca and Barnes (2004) suggest that recent innovations in
telecommunications have enabled the launch of new access methods for banking services, one of these is mobile
banking; whereby a customer interacts with a bank via a mobile device such as a mobile phone or personal
digital assistant. Karjaluoto et al. (2002); Rugimbana (1995) found that there is vast market potential for mobile

Research Journal of Finance and Accounting

ISSN 2222-1697 (Paper) ISSN 2222-2847 (Online)
Vol 2, No 2, 2011

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banking due to its always-on functionality and the option to do banking virtually any time and anywhere.
Unnithan and Swatman (2001) studied the drivers for change in the evolution of the banking sector, and the
move towards electronic banking including mobile banking by focusing on two economies, Australia & India
and suggested strong growth potential of new banking channel in India. Clark (2008) suggests that as a Channel
the mobile phone can augment the number of channels available to consumers, thereby giving consumers more
low-cost self-service options by which to access funds, banking information and make payments. Mobile as a
channel delivers convenience, immediacy and choice to consumers. Vyas (2009); Rao et al. (2003) suggest
banks will need to expand their thinking about mobile banking beyond online banking and should start to view
mobility as its own powerful and compelling delivery channel that can help them deliver to end users new value
such as immediate access and additional control of personal finances. According to Vyas (2009) Banks will
target non-online banking users who may lack regular access to desktop Internet but are very likely to own a
mobile device. Gupta (1999); Pegu (2000); Dasgupta (2002) also affirms future of mobile banking in India in
their studies. Suoranta (2003) found that the average mobile banking user is married, 25 to 34 years old, has
intermediate education and average income in clerical work. She found that age and education have a major
influence on the use of the mobile phone in banking services. The adoption theories assume that use of Internet
banking precedes the adoption of the mobile phone in banking. However, Suoranta (2003) found that some
mobile banking customers omit Internet banking adoption when adopting the mobile phone for banking actions.
Polatoglu et al. (2001); Al-Ashban and Burney (2001); Karjaluoto et al. (2002); Black et al. (2002) supports
findings of Suoranat in their respective studies. Mas (2008); Lyman et al. (2008) found that there are a large
number of different mobile phone devices and it is a big challenge for banks to offer mobile banking solution on
any type of device. Some of these devices support J2ME and others support WAP browser or only SMS;
presetting a serious challenge. Hayat (2009) suggests that for a banking regulator it is important to provide
adequate protection for consumers, ensure economic stability, provide interoperability of electronic systems and
guarantee security of transactions and Anti-Money Laundering and Know-Your-Customer principles must also
be applied to mobile payments. Comninos et al. (2008) suggest that unbanked will only transact electronically
(online/mobile banking) if there is convenience and security. Sharma and Singh (2009) found that Indian mobile
banking users are specially concern with security issues like financial frauds, account misuse and user
friendliness issue - difficulty in remembering the different codes for different types of transaction, application
software installation & updation due to lack of standardization. Banzal (2010) found that another major issue is
the revenue sharing agreements between mobile service providers, banks, content providers, aggregators and
other service providers like utilities, travel agencies, hotel industry, retailers etc.
3. Scope of the study
On the basis of review of existing literatures following mobile banking issues were identified which would
affect adoption of mobile banking services in India and were studied from urban users perspective:
1. Mobile handset operability
2. Security/Privacy
3. Standardization
4. Downloading & installing application software
5. Customization
6. Telecom services quality
4. Objectives of the study
1. To study the selected issues in mobile banking form urban customers perspective.
2. To explore the perceived utility of mobile banking in comparison to retail banking and online banking
among the mobile banking users and non-users.
5. Methodology
The study is aimed to evaluate perceptions and opinions of urban mobile banking users. For this a cross
sectional descriptive design was adopted with ad-hoc quota sampling. Sample was comprised of 50 mobile
banking users and 50 non-users in Indore city, India. Non-users were defined as individuals having bank

Research Journal of Finance and Accounting

ISSN 2222-1697 (Paper) ISSN 2222-2847 (Online)
Vol 2, No 2, 2011

www.iiste.org

account but not using mobile banking. Of the total respondents 68.16 % were male and 31.84% were female.
The sample was comprised of relatively young respondents. Of the total respondents students were 68.18%;
remaining were working. 24.4% respondents were graduates and 75.6% were postgraduates.
Data was obtained by using structured questionnaire. Data was screened for missing values (available
case method was adopted to handle missing values) and outliers. Data was further subject to normality- data was
found to be normally distributed as skew index ranged from -.29 to .46 (reference absolute value 3) and kurtosis
index from -.1.91 to 2.05 (reference absolute value 10). This questionnaire was analyzed for scale reliability
analysis which suggests that items makeup the scale measured the same underlying constructs, as cronbachs
alpha coefficient was found to be 0.764 (Annexure 1). At last convergent validity was confirmed as significant
correlation (moderate to large, sig .05) was present between items measuring single construct.
6. Analysis & Discussion
Data was subject to Correlation analysis, Independent Samples T-test, ANNOVA, Percentile analysis.
6. 1Mobile banking users: Demographic profile
Two-tailed Pearson Correlation was conducted to evaluate the relationship between mobile banking users and
demographic variables viz. age, sex, education, occupation and income. Only demographic variable had
significant correlation with user was sex (r=0.293, N=100, p<0.05, correlation strength moderate). Thus analysis
suggests that males are more inclined to use mobile banking in comparison to females.
(Table 1)
6.2 Mobile banking users: Service usages pattern
Data was further subject to Percentile Analysis which suggested that among mobile banking users majority,
87.87 were availing mobile banking services from public/govt. banks. State Bank of India was largest mobile
banking service provider overall followed by Panjab National Bank. Among private banks ICICI Bank was
leading in mobile banking services (table 2). Percentile Analysis also suggested that majority of users were
using services from less than 2 years and frequency of uses among majority of users was weekly (table 3).
(Table 2)
(Table 3)
6.3 Mobile banking users: Services preference
Data related to various mobile banking services in users were interested was also subject to Percentile Analysis
to explore currently most preferred services in mobile banking. Checking balance through mobile banking was
most used service where as checking status of D.D. or cheque was least used.
(Chart 1)
6.4 Mobile banking issues: Overall analysis
Overall Percentile Analysis was done for the responses of mobile banking users and non-users to explore
selected issues in mobile banking which may impose challenges to service providers (banks), RBI, telecom
operators etc. and thus may influence success of mobile banking in India.
(Table 4)
Analysis suggested that majority of respondents i.e. 81.36% strongly agree or agree that mobile handset
operability is a issue in mobile banking as different types of handsets support different types of technology
leading to complexity. 64.83% respondents think that mobile banking is not secure, also data privacy is absent.
On standardization again majority 59.08 % respondents strongly agree or agree that mobile banking service
standards are lacking among Indian banks which makes it difficult to do mobile banking from multiple service
providers.
On the issues of download & installation of application s/w, customization (users preferred language) and
telecom service quality; majority of the respondents were either indifferent or disagree. Reason may be that
study was conducted in urban area so technological aspect of application s/w, absence of local/preferred
language and telecom service quality like network unavailability were not perceived as major issues.
6.5 Mobile banking issues: Users vs. non-users

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One way ANOVA was applied to explore any significant difference in opinions of mobile banking users and
non-users on selected issues in mobile banking. Results showed that there was no statistically significant
difference in opinions of users and non-users for the selected issues (Annexure 2).
(Table 5)
6.6 Mobile banking perceived utility in comparison to other channels: Overall and users vs. non-users
Percentile analysis (Annexure 3) suggest that majority of the respondents (53.6%) were indifferent towards
perceived utility of mobile banking in comparison to retail banking and internet banking.
Further an Independent Samples T-test was conducted to explore perceived utility of mobile banking in
comparison to retail banking and internet banking students of users and non-users. There was absolute no
significant difference in perceived utility between users (M=2.55, SD=0.83) and non-users (M=2.55, SD=1.03;
t= 0.000, p= 1.000).
7. Recommendations
Study shows mobile handset operability is an important issue in mobile banking, due to availability of various
handset models (supporting different type of technology) in the market. To resolve it service providers i.e. banks
must coordinate with mobile handset manufacturers so that all handsets irrespective of manufacturer and
technology (GSM or CDMA) become compatible with single mobile banking technology.
Majority customers perceived privacy and security a critical issue. Here banks are advised to educate
customers on this issue to raise their awareness. Especially for the customers worries like losing money if once
mobile handset is lost (substantial number of respondents worried about it). Secondly banks and telecom
operators are suggested to draft comprehensive joint policy regarding security & privacy so that customers can
be assured at both banks and telecom operators levels while doing mobile banking.
Standardization is another major issue as lack of standardization of mobile banking services in the country
resulted in increased complexity while using mobile banking services (especially when using mobile banking
services of multiple banks). For resolving this issue banks are advised to developed mobile banking standards in
guidance of RBI.
Issues of download & installation of application s/w, customization (users preferred language) and telecom
service quality were not perceived critical or important. Reason may be that study was conducted in urban area
so technological aspect of application s/w, absence of local/preferred language and telecom service quality like
network unavailability were not perceived as major issues. But banks are well advised not to overlook above
issues as these may be critical in pan India adoption of mobile banking.
8. Conclusion
Paper attempts to explore selected mobile banking issues from customers perspective and to make
recommendation to various parties involve in mobile banking services viz. banks, mobile operators, content
providers, regulators on relevant issues which could become challenges for them in providing effective mobile
banking services in the country. Results show that from consumers perspective mobile handset operability,
security/privacy and standardization of services are the critical issues. Majority of the customers were
indifferent towards utility of mobile banking in comparison to retail banking and online banking. The study has
limitation as the data were collected only form urban customers so the results can not be generalized to pan
India population. In this paper we focused on issues & challenges in mobile banking in India from customers
perspective. Similar study could be conducted from service providers i.e. bankers perspective.
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Vol 2, No 2, 2011

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Weber, R.H. & Aline, Darbellay (2010), Legal issues in mobile banking, Journal of Banking Regulation, 11,
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Table 1: Results of Correlation Analysis
Correlation coefficient
Demographic variable

(N= 100, p<0.05)

Age

0.067

Sex

0.293*

Education

-0.071

Occupation

-0.076

Income

0.031

Table 2: Mobile banking Service usages pattern (a)

Bank from which availing services

% Users

Public Banks

87.87

1. SBI
2. PNB
Private Banks

6.06

1. ICICI
2. HDFC
Both Public & Private Banks

6.06

Table 3: Mobile banking Service usages pattern (b)

Mobile banking Users
Time period

% of users

Frequency of use

% of users

Less than 6 months

39.39

Daily

24.24

6 month to 2 years

42.42

Weekly

45.45

More than 2 years

18.18

Monthly

30.3

Table 4: Analysis of Mobile banking Issues

Level of agreement of the respondents (in % terms) with issues
mobile banking

Strongly Agree

Agree

Neither Agree
nor Disagree

Disagree

Mobile handset
operability

34.09 %

47.27 %

10.06 %

6.81 %

0.75 %

Security/Privacy

27.77 %

37.06 %

20.10 %

9.75 %

5.30 %

Standardization

15.90 %

43.18 %

24.24 %

12.12 %

4.54 %

Downloading &
Installing
application software

10.63 %

10.30 %

33.33 %

42.70 %

3.02 %

Customization

7.57 %

26.06 %

52.72 %

12.12 %

1.51 %

Telecom Services

10.09 %

9.06 %

43.93 %

27.27 %

9.60 %

issues

Strongly
Disagree

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Quality
Table5: Mobile banking users vs. non-users
Issues

Sig. (p<0.05)

Mobile handset operability

0.789

0.378

Security/Privacy

3.313

0.073

Standardization

0.224

0.637

Downloading & Installing

application software

0.015

0.902

Customization

0.020

0.888

Telecom Service Quality

0.753

0.389

Chart 1: Mobile banking services preference

Annexure
Annexure 1
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
Reliability Coefficients

N of Cases =

100.0

Alpha =

.764

Annexure 2
Independent Samples Test
Levene's Test

PER.
UTL.

Equal variances
assumed
Equal variances
not assumed

Annexure 3

t-test for Equality of Means

Sig.

Sig. (2tailed)

3.043

.086

.000

1.000

.000

1.000

Research Journal of Finance and Accounting

ISSN 2222-1697 (Paper) ISSN 2222-2847 (Online)
Vol 2, No 2, 2011
PER. UTL.
Output
Valid

100

Missing 0

Percent
1

10.6

12.4

53.6

15.2

8.2

Total

100.0

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